*Assistant Professor & Coordinator, Dept of Journalism and Mass communication, Acharya Nagarjuna University, Nagarjuna Nagar, Guntur, AP
**Research Scholar, Dept of Journalism and Mass communication, Acharya Nagarjuna University, Nagarjuna Nagar, Guntur, AP
Communication has been found to contribute much more to the effective functioning of the organizations especially if it has large number of stakeholders such as employees, customers as well as other public. Flow of information in a multitude of directions shall communicate the policies, solutions to problems as well as ideologies of any organization. This flow is mediated by large variety of channels tat are diverse, and heterogenous in their functioning also. The purpose of this study is to assess the Effectiveness of Organizational Communication channels used by Sangam dairy to communicate with its publics to enhance corporate reputation. The study is supported by theories of Lasswell model, Shannon and Weavers communication transmission model, Schramm's model of Communication. Furthermore, the study used survey as the research method to gather data gathering and this technique is the most suitable one to collect data from the different publics at the dairy. Recommendations were made to enable the organization to achieve maximum efficiency in communication. Improvements that are required are mentioned so as to help future research.
